According to a study conducted by +Kam, 84% of fitness-​conscious Americans would still work out even if they could be fit and healthy without doing so. This is up from 76% when the same question was asked in 2017. The survey, which polled over 1,100 members of Generation Active, was commissioned by Zoom, the exclusive advertising and health content provider for the nation's largest health clubs. Zoom defines Generation Active as the over 100 million Americans who exercise at least twice a week.

It may seem shocking that the majority would continue to exercise, but the reasoning becomes clear when their motivations are considered. 75% of respondents cited an improved mental state/​stress relief as a top reason they work out. Other top motivators include a better overall quality of life and providing an escape/"me time." Understanding these key drivers further proves that this generation is made up of so much more than health nuts and gym rats; it is an overall lifestyle that is consuming the masses.

Consumers who are passionate about exercising are also likely to want to track their progress as they continue on their fitness journeys. According to AudienceSCAN, 6.4% of U.S. adults plan to purchase a wearable fitness tracker within the next year. This tech savvy group is also interested in purchasing smartwatches (19.2%) and e‑readers (10.5%) this year.

Other key findings from the study include:

• When asked what they consider most important in their lives, fitness ranked above hobbies and social lives (behind only family and tied with career).
• More than half of respondents said prioritizing fitness is a requirement in a potential partner.
• 84% said they do or plan to teach fitness as a priority to their children.
• 71% find the advertising in their gym relevant.
• 68% of respondents said they are interested in learning more about, trying and/​or buying products they hear about in health clubs.

Fitness tracker retailers can reach out to fitness-​driven Fitness Tracker Shoppers in a variety of ways. Last year, according to AudienceSCAN, 63.2% took action after seeing an ad on a daily deals site, such as Groupon or LivingSocial, and they're 49% more likely than other adults to take action after seeing an ad in a directory search, both online and printed. TV isn't a bad targeting method either since 75% took action after seeing a TV commercial last year.

AudienceSCAN data is available for your applications and dashboards through the SalesFuel API. Media companies and agencies can access AudienceSCAN data through the AudienceSCAN Reports in AdMall.